Berkeley economist Daniel McFadden, who won the Nobel Prize for his work analyzing choice, proposes a new "science of pleasure" that will shed greater light on how consumers make decisions. In a working paper, he writes that our understanding of social networks as well as research from cognitive psychology, anthropology, evolutionary biology, and neurology should all play into our understanding of the economics of choice.
For more see:
Yale psychologist Paul Bloom on "Why do we like what we like?"
Our issue devoted to behavioral research.
An economist's take on happiness research.